Writing Killer Ad Copy, The Interactive Edition.

Writing Killer adcopy is all about freeing your mind. It is about explaining the benefit in the adcopy based on search query. Here is the brief synopsis of information presented during SMX advance 2009 in writing killer adcopy session by each presenter.

Steps towards writing high performance ads
According to the very first presenter Craig, every search is a question and results are possible answers to these questions. Ad copy is your hand raised to offer your answer.

As an advertiser, we need to align ads with search queries not with keywords. It is crucial to create focused adgroups based on queries not keywords, and ensure that every answer matches every question.

Possible message components of an ad could include a keyword, features, benefits, trust, economics, shipping, competitors, or call to action. The ultimate goal is to test with different ingredients within an adcopy, monitor the results of these campaigns, and apply your learnings across other campaigns. Craig explained a step by step process for writing adcopy for high performance ads.

They are written to address the question asked by specific search queries

Targeted to a very narrow band of queries via tightly focused ad groups

Tested with many different ingredient messages to find optimal CTR

Steps towards writing killer adcopy by Shane

As a second speaker, Shane shared steps we can take to write killer adcopy. He showed the video focused on reality is not what you see but what you think. Check out the video http://www.youtube.com/watch?v=dzm8kTIj_0M. It is not the spoon that bends but it is what you think and see needs to bend.

Second Step is to Twist up Features/Benefits – Expressing your features and benefits in wacky or unexpected ways can significantly boost your creativity and response to your ads.

A few great pointers given by Shane for writing killer adcopy
Hype Tagline by using infomercials, sensational vocabulary. Headlines should be engaging enough to lead surfer to read the rest of the text, and rest of the text should be good enough to lead surfer into the click. Infomercials, social media headlines, and other highly competitive marketing venues can be great sources of inspiration for your copywriting. Use exciting vocabulary to spice up your adcopy.